BUKU ABSTRAK - Universiti Putra Malaysia

Linking CRM Strategy, Customer Performance Measures and Performance in the
Hotel Industry
Dr. Nor Aziah Abu Kasim
Badriyah Minai
Faculty of Economics and Management, University Putra Malaysia,
43400 UPM Serdang, Selangor, Malaysia.
+603-8946 7748; noraziah@econ.upm.edu.my
The Role of Person-Job Fit Perception in Work Adjustment of New Academics in
Public Universities
Dr. Nor Wahiza Abdul Wahat
Faculty of Educational Studies, University Putra Malaysia,
43400 UPM Serdang, Selangor, Malaysia.
+603-8946 8224; norwahiza@gmail.com
Keywords: Person-job fit perception, work adjustment, new academics
151
Social Sciences
Customer relationship management (CRM) has been increasingly adopted because of its benefits of greater
customer satisfaction and loyalty, which in turn, leads to enhanced financial and competitive performance. This
paper reports on a study that examines the relationship between CRM strategy and performance and determines
whether the use of customer performance measures plays a mediating role in the relationship between CRM
strategy and performance. This study contributes to the limited literature on CRM strategy since little is known
about the use of CRM strategy and customer performance measures and their relation with performance in the
hotel industry in Malaysia. Data were collected through a questionnaire survey of hotels in Malaysia. Hierarchical
regression analyses on a sample of 95 hotels revealed that only the information technology dimension of CRM
strategy has a significant and positive effect on performance. In addition, the hypothesis concerning the role of
customer performance measures as a mediator was supported.
Keywords: Customer relationship management strategy, customer performance measures, hotels, performance, mediator
A blended quantitative and qualitative study has been conducted to examine the essence of person-job fit
perception in work adjustment of new academics. The sample of the survey consisted of 167 new academics from
three public universities in Malaysia. The Person-Job Fit Perception Scale was used to measure the person-job fit
perception and the Work Adjustment Scale was used to measure work adjustment. Meanwhile 23 new academics
were involved in the in-depth interviews. Descriptive analysis showed high levels of person-job fit perception and
work adjustment among the subjects. Correlation analysis proved positive and significant relationship between
person-job fit perception and work adjustment. This means that, new academics with higher level of person-job
fit perception perceived better work adjustment process than those who possessed lower level of person-job
fit perception. Partial correlation analysis highlighted the influence of work experience and other demographic
factors such as age, gender, and department on the relationship. The results were supported by qualitative findings.
The essence of person-job fit perception has emerged as a theme, with experience, knowledge and competencies
as the sub themes. Based on the findings, recommendations were made to both new academics and university
managements. Among them are to arrange attachments of new academics into industrial practices for certain
duration of time, to review current induction courses, and adoption of proactive actions by new academics to
develop their own job-related knowledge and skills.